ASOS
ASOS have mastered their content co-creation strategy with their LP.
The ASOS A-list allows customers to earn points on their orders; the amount of points a customer collects determines what level they are on and the higher the level, the better the perks, including birthday treats, exclusive invites and previews of collections and sales. Yes that is a classic purchase reward structure, but ASOS support this with their strong UGC strategy.
Their #ASSEENONME campaign encourages customers to post photos of themselves wearing their ASOS outfits. The hashtag has been used over half a million times and accounting, with customers and well-known fashion bloggers tagging their styling skills and creating high quality content for ASOS, who in turn reward their customers with points.
CEO Nick Beighton said that ASOS strive to “create content so useful it feels like a recommendation from a friend” by making their website and marketing strategies more personalised, for example, giving shoppers product recommendations based on previous purchases and saved items.
KIKO Milano
When it comes to rewarding customer engagement, KIKO have gone over and above with their LP. KIKO currently has an established LP called Kiko Rewards, based on a points system.
The programme works by giving customers 10 points for each £1 they spend at Kiko, however, unlike other loyalty schemes Kiko also rewards its customers with points for leaving reviews of products, sharing their purchases on social media and following KIKO’s social media accounts.
Once a customer has collected 800 points they receive £5 off their next purchase, £10 off after 1500 points and so on.Customers can sign up for a physical loyalty card, or download the app and scan the barcode in store, so no rummaging around for the card in your purse is required!
